Pret A Manger, a British takeaway brand, launched in the 1980s to great success. The brand's chatty, cheerful marketing style was unique and helped Pret A Manger stand out on a busy high street.
Heather Atchison is the founder and director of Enough Said, a brand consultancy. She says that “at every touchpoint, whether it’s on a job poster, a napkin, or their website, you can get a sense of the Pret A Manger brand personality through their voice.”
How can you make your brand the next Pret brand?
What is the best way to market your brand?
Decide who you are and what brand your business represents.
Rachel Kettlewell told FoodNavigator that she should make a mental list of who and what they are. Be clear about who you are, as this will allow you to market your product in a way that resonates with you. Fearne & Rosie was founded because, as a former teacher, I wanted healthier jams to be available for school breakfast clubs.
Once you have established your brand, Identify your target audience. You can communicate directly with customers by identifying your market.
Your business can focus its marketing efforts by identifying your target audience. [money] Raven Dreibelbis is the founder of Raven Creative, a marketing agency.
The approach can also be used to compete with big brands.
Dreibelbis says small businesses can compete with larger companies in today's economy by marketing to specific audiences. Focusing on the needs of your existing consumers will help your business develop an effective marketing strategy while saving you time and money.
A communication strategy tailored specifically to the interests of your target demographic is essential. A broad appeal could end up appealing to no one.
If your target audience is likely to be older than you, your language will likely be different than that of your younger customers. Generation Z.
Dreibelbis says that while targeting a specific audience may seem like a way to exclude people who don't fit the criteria, it doesn't mean you've eliminated them.
What to do when your budget is tight?
It is important to market your brand before launch. This will help you get the word out about who you are and how you operate. Social MediaThis is a simple and free way to do it.
Fearne & Rosie's Kettlewell says their marketing started organically on Instagram. When I created our business page, I messaged the people I follow on my personal profile and told them what I had done, what I wanted to achieve and why I thought it was so important. I also asked permission to send samples.
Social media can be a great way to grow your brand. Food and beverage startups have a long history of providing advice and feedback.
Fearne & Rosie Kettlewell say: “They are always my first choice when testing new concepts and sharing ideas.”
There is no comparison to the marketing power that comes from being visible on the shelves.
Huib Van Bockel, founder of Tenzing beverages, told FoodNavigator that for the first two years, they focused on building their retail list and getting it on store shelves. We invested in sampling campaigns to get Tenzing into the hands of as many people as possible, rather than running big ad campaigns.
Branding is crucial in this situation. It’s important to reach people who have never heard or seen you before. Be bold. You can do this through packaging, color, or branding.
It doesn’t have to be flashy. But it does have to have a strong look. Even if you don’t include any branding on your packaging, it’s important to make yourself easily identifiable. You may have seen To Ol blueberry beer in stores. It’s possible you’ve seen it without realizing it. You’re wondering: how? This new Danish product is sold in bottles and cans with no text, with nothing more than white, fluffy clouds on a black background.
I read that 70% of purchases are made on the shelf. Kettlewell, Fearne & Rosie's Kettlewell says that investing in shelf promotions and packaging can generate the best return on investment. Your packaging is a marketing asset.
Marketing Your Brand: Top Tips
- List your values as a brand
- You will stand out if you can identify what makes you unique.
- You need to know your audience to be able to speak to them.
- Create a brand personality, including your tone of voice. What is the tone of your voice? Is it sophisticated, fun, disruptive, etc. This question determines how you will speak to your customers
- Your brand story will help your customers remember you and help them identify with your business.
- Create your logo, brand identity and slogan
Good luck to you!
English 
French